Lap of Luxury

Finalist 2017
Y&R Brisbane
The Lott

Advertising Agency Y&R Brisbane
Creative Director Brendan Greaney
Copywriter Ash Kennedy
Art Director Miguel Gadea
Agency Producer Sarah Ferrier
Account Service Mark Gregory, Lucy Flower and Angus Whitton
Client Marketing Manager Andrew Shepherd, Jill Every, Ben Johnson and Kimberley Garner

Entry ID 9025

The Melbourne Formula 1 Grand Prix is Australia’s biggest motorsport event. Brands spend millions to advertise during it. Except Powerball who didn’t want to pay to be a TV sponsor. We knew the importance of multi-screen viewing so we created our own Social Media Grand Prix. Three unsuspecting competition winners were told they’d be enjoying the big race in the ‘lap of luxury.’ They didn’t know they’d be sent around the track in a race of their own. While 1.2 million Australians watched the actual race on TV, our social media grand prix beat it by 34%, reaching over 1.6 million people. All without spending a cent in sponsorship.